by Agustín Medina · Grupo Anaya Publicaciones Generales · tapa dura · ISBN 9788436823868
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«Bye, bye, marketing» is the marketing essay by Agustín Medina, published by Grupo Anaya Publicaciones Generales in hardback (168 pages, in Spanish).
Agustín Medina explains, drawing on his experience in advertising and as an advertiser, the decline of 20th-century marketing and its transformation. The book traces the evolution of the discipline, the shift from products to brands, the Internet, the new consumer, and the weight of creativity in brand positioning, from the functional to the emotional.
Book published on 31 May 2010, part of the Empresa y Gestión collection. ISBN 9788436823868.
Recommended for marketing professionals and executives who want to understand the new role of the consumer.
